【摘要】：隨著我國(guó)經(jīng)濟(jì)實(shí)力不斷提高,人民對(duì)農(nóng)產(chǎn)品質(zhì)量安全有著更高的需求。在農(nóng)副業(yè)產(chǎn)品、食品等質(zhì)量安全問(wèn)題受到廣泛關(guān)注的同時(shí),由于市場(chǎng)管理監(jiān)督機(jī)制不完善,監(jiān)管制度不嚴(yán)格等原因,使得農(nóng)產(chǎn)品發(fā)生質(zhì)量安全問(wèn)題的嚴(yán)重性日漸突出。隨著媒體的發(fā)達(dá)和消費(fèi)者維權(quán)意識(shí)增強(qiáng),公司的品牌形象、經(jīng)濟(jì)利益會(huì)輕易的受到危機(jī)事件的影響,施信方的信賴度遭受了嚴(yán)重的破壞。消費(fèi)者的信賴是建立消費(fèi)者與企業(yè)親密關(guān)系的橋梁,一旦消費(fèi)者信賴度遭到了破壞,需要立即采取措施挽回信賴。本研究基于以上背景,把公司作為受信方,對(duì)農(nóng)產(chǎn)品質(zhì)量安全傷害危機(jī)事件發(fā)生后,公司為挽回施信方的信賴度采取的挽回策略的研究,以及各種挽回策略對(duì)消費(fèi)者影響程度的調(diào)查。本研究通過(guò)文獻(xiàn)分析發(fā)構(gòu)建出消費(fèi)者信賴挽回模型,把自變量挽回方式概括為資訊挽回策略、情感挽回策略和效用挽回策略三種。因變量消費(fèi)者信賴則由信賴信念與信賴意愿兩個(gè)成分構(gòu)成,同時(shí)把信賴傾向作為協(xié)變量加以考察。通過(guò)問(wèn)卷調(diào)查法獲得了研究所需的原始數(shù)據(jù),運(yùn)用SPSS20統(tǒng)計(jì)軟件對(duì)具體的數(shù)據(jù)進(jìn)行定量分析,涉及到描述性統(tǒng)計(jì)分析、項(xiàng)目分析、信度分析、因素分析、方差分析等統(tǒng)計(jì)分析法。本研究通過(guò)實(shí)證分析可得,在資訊、情感和效用挽回策略與消費(fèi)者信賴信念、信賴意愿及總體信賴呈正相關(guān)。效用和資訊挽回策略較情感挽回策略的挽回效果更好,且效用挽回策略略高于資訊挽回策略。同時(shí)消費(fèi)者的信賴傾向與信賴呈正相關(guān)。結(jié)合以上實(shí)證研究結(jié)果,本研究提出了農(nóng)產(chǎn)品質(zhì)量安全危機(jī)后,消費(fèi)者挽回策略以及選擇方式的管理啟示。
[Abstract]:As China's economic strength continues to improve, the people have a higher demand for quality and safety of agricultural products. In the agricultural sideline products, food and other quality and safety issues have received extensive attention, due to imperfect market management and supervision mechanism, supervision system is not strict and other reasons, so that the severity of agricultural products quality and safety problems has become increasingly prominent. With the development of media and consumer awareness of rights protection, the company's brand image, economic interests will easily be affected by the crisis, the confidence of the trust side suffered serious damage. Consumer trust is a bridge to build a close relationship between consumers and enterprises. Once consumer trust is damaged, immediate measures should be taken to restore trust. Based on the above background, this study regards the company as the trusted party, and studies the strategy adopted by the company to restore the trust of the fiduciary party after the crisis of harm to the quality and safety of agricultural products. And a variety of strategies to consumers impact of the investigation. Based on the literature analysis, this paper constructs a consumer trust retrieval model, and summarizes the independent variable retrieval strategy into three strategies: information retrieval strategy, emotional recovery strategy and utility recovery strategy. Dependent variable consumer trust is composed of trust belief and trust will, and trust tendency is considered as covariable. The original data of the research are obtained by questionnaire, and the quantitative analysis of the specific data is carried out by using the SPSS20 statistical software, which involves descriptive statistical analysis, item analysis, reliability analysis, factor analysis, variance analysis and so on. Through empirical analysis, we can find that information, emotion and utility strategies are positively correlated with consumer trust belief, trust will and overall trust. The effect of utility and information retrieval strategy is better than that of emotional recovery strategy, and the utility recovery strategy is slightly higher than the information retrieval strategy. At the same time, consumer trust tendency and trust positive correlation. Combined with the above empirical research results, this study puts forward the inspiration of consumer recovery strategy and choice mode management after the crisis of agricultural product quality and safety.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F322

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